In the middle of the 20th century's Great Depression, Sears Roebuck and Co., the nation's biggest retailer, coined a name for their Christmas catalog: the “Wish Book.” Maybe it was because in 1935 too many families could only wish they could buy all the wonderful things pictured in it's pages. But the name stuck, because … Continue reading The Wish Book: A Century of American Catalogs
We're celebrating all the abundance and excitement found in vintage 20th century American catalogs: the exotic, the fashionable, the surprising, the latest, the coolest, the cheapest, the oddest, the choices.
Not just Sears and Montgomery Wards, You could buy anything from a catalog in the 20th century: from a box of raisins to a house, from a computer to a car, from a billy club to an inflatable brassiere. The old-time printed catalogues which arrived in the mailbox showed the 20th-century American Consumer just how to consume.